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Christine Rochelle

Christine Rochelle VP Operations

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#DontVineAndDrive: The Instagram Competitor That Facebook Hates

Do you Vine?

Vine is a mobile app created by Twitter that allows you to create short, 6-second video clips, or what could be similiar to an animated gif. The videos can be shared through the app and through Twitter, using hashtags such as #food, #travel, and #pets. It just debuted this week and its impact has been almost immediate in the social networking world. So what are these videos like? People are dubbing it as "the Instagram for Twitter," but through their blog they say:

Posts on Vine are about abbreviation — the shortened form of something larger. They're little windows into the people, settings, ideas and objects that make up your life. They're quirky, and we think that's part of what makes them so special.

Instagram, Pinterest, Twitter, and now even Vine are shouting one thing to digital marketing enthusiasts everywhere - original content wins and keep it short. Facebook sure doesn't like it - maybe because its the competitor to their newly acquired Instagram?

Either way, Mark Zuckerberg barely sneezed at the creation of Google+ yet he cut off access from Vine to Facebook the same week of the app's debut. Mark has every right to be scared. Check out Vine's "explore screen" where you can easily search by hashtags, and then your user newsfeed once you start to follow some users:


Vine app explore Vine app newsfeed                          



Users are already uploading photos of their cars, although mostly going through car washes and during their morning commute. They've developed a new hashtag of their own - #DontDriveAndVine - hence the name of this blog:




It's easy to film using the app - just hit the camera button on the top right of your newsfeed and you'll see this filming screen. Press on the screen for as long as you want to film. So you can film the cup and press your finger for one second, move the cup, press your finger and film for another second, so on and so forth to create that "animated gif" or "stop motion" look:


vine video


What we can learn from the immediate success of Vine:

1. Short advertisements work best. - The most successful ads are video pre-roll in YouTube, Twitter promoted posts or Facebook sponsored stories. They are all 140 characters or a few second long. Six seconds is the attention span of Vine, that should be a cue to all advertisers - digital or not.

2. We are visual learners. - Vine, Instagram, Pinterest, recent Facebook and Google+ updates all have one thing in common - VISUALS. Photos or videos, visuals are working best. Of course, there is a strong argument for text-only posts on Facebook receiving the most engagement, but it is interesting to see how all of this is playing out. All I know is after working on a Mac and iPhone all day long with this social networks as soon as I jump on my dad's Windows computer I'm completely lost. There's such a lack of clean navigational design. Which end of the design spectrum does your website lie?

3. More is more. - More social networks don't scary the average consumer. They are, after all, the masters of consuming. As marketers, we tend to scratch our heads and say, "OK, how does this fit for my business?" and while we're wasting time trying to figure it out all of our customers are diving head first into new platforms. And one platform does erase another. There will always be a spot for radio and TV, so on and so forth. Our biggest challenge is keeping up and adapting as fast - if not faster- than our customers.

Have you caught the "Vine" yet? What do you think?

Connect with me on the app: @CLRochelle  


Christine Rochelle, PCG



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